At the end of a long day I thought the room would be fairly empty, but the promise of cocktails after the session must have kept people hanging around – and Aaron Kahlow of Online Marketing Connect, who was chairing the panel, prompted the audience to go for a “no holds barred” approach to their questions.

A lot of time and effort goes into SEO audits – not just the review of your site and the insights and actions required to improve your rankings – but a strategic decision on the keywords to optimise around. i.e. what you want to be famous for.

The question is whether those keywords are then applied across ALL of the tactics and content you create.

We can’t control search behaviour. When a customer is at the early stages of identifying a need and at the top of the buying funnel, they’re not searching for your company, products or solutions. All we can do is try to align generic keywords to their issues and aim for a share of searches.